Supermarket Waitrose is launching a direct marketing push to encourage customers to shop at their local Waitrose store this Easter.
The activity was created by integrated agency Kitcatt Nohr Alexander Shaw and rolls out this month. Waitrose briefed Kitcatt Nohr to create a direct marketing campaign to drive customers and MyWaitrose food club members in store over the Easter shopping period and introduce its new partnership with Delia Smith and Heston Blumenthal.
Selected MyWaitrose members will receive a special food box mailing by Kitcatt Nohr. Members are rewarded for their ongoing contribution to the MyWaitrose community by being sent everything they need to make the rhubarb and ginger brûlée from the first TV advert featuring Smith and Blumenthal.
It includes all the ingredients, a John Lewis serving dish, a letter and recipe card. MyWaitrose members are recognised as leading opinion formers and post frequent comments on the MyWaitrose site. Some specialist food journalists and bloggers will also receive the mailing.
Mailing recipients are invited to trial the recipe at home, photograph it and send their pictures, commentary and other favourite rhubarb recipes.
All user generated content will be posted online in the ‘What you have been telling us’ section of the site at waitrose.com/mywaitrose.
Bloggers are also invited to add their comments to the Waitrose site and their own food blogs.